Engine rebrands QTCU as QT Mutual Bank with new 'cleverer than the banks' positioning

This week Engine launched the rebranding of Queensland Teachers' Credit Union as QT Mutual Bank (Queensland's first mutual bank under the Federal Government's new banking reforms) following an extensive above the line and social media unbranded teaser campaign to introduce the new positioning of 'clevererer than the banks'.

The
social media teaser included 2 x 15 sec TVC spots, outdoor and Facebook
engagement ads, together with a media relations campaign all pushing
traffic to the Facebook page.

The page received over 1,000 likes, over 3,000 visitors and enjoyed over 40,000 post views.

The
campaign vernacular is already proving a hit with people creating their
own 'erer' language. The teaser campaign ran for a 3 week period where
QTMB's identity was revealed via the posting of the first 45 sec TV
episode on the Clevererer Facebook page.

The
integrated brand campaign is spearheaded by 3 x 45 sec TVCs and is
supported by digital, outdoor, press, brand activation, collateral,
community relations and DM activity. The campaign runs throughout
Queensland over the next couple of months, backed by a million dollar
spend. The first TV episode invites Queenslandererers to become a bank
ownererer.

The brand has been built around the brand truth that QTMB really is a smarter way to bank and heroes the concept of members
owning the bank rather than the bank owning them.

The teaser campaign
was an integral component in the launch strategy to ensure that the new
QTMB brand wasn't seen as just another bank. As a mutual bank, QT
Mutual Bank, is owned solely by its individual customers. Profits are
reinvested into improving the range of financial products and services
for members, making fees fairer, offering better rates, and introducing
innovative product ideas.

Says Tim Weger, Engine managing director: "We love working with brave challenger
brands. QTMB are passionate about shaking things up in the banking
space and snaring market share from the big 4. We're equally passionate
about helping them realise this goal."

QTMB marketing manager, Chris Moses says: "As a challenger brand, it was
important for us to deliver a campaign that had cut through, given we
don't have the large budgets and media frequency afforded by the big
banks. The brief was challenging as we had to introduce our new brand,
and also the new category of mutual banking. We were confident Engine
could produce the big idea we needed, and they delivered, in a very
tight time frame."